Its the Swiss army knife of platform software – it slices, dices and even does laundry! Every major platform company is trying to consolidate the features, functions and insights into one, super-charged platform for all. It doesn’t work. There is no such thing. Sure, there are plenty of foundations for different features like social login, reviews on products, fancy dashboards, and so on, but really how good are all these features and does it even make sense to you?

Every sales rep has the ‘we can do that too!’ moment. Testing functions, analytical dashboards for everyone, personalised web pages, content and document management, you name it.

25% of platform function is good, usable and cutting edge. The rest is just trying to catch up with the slew of other software providers that have been doing similar functions longer and with more skill. This isn’t about winning the race in testing or leading the pack in analytics. Most of the qualifying legs are over. This software wasn’t even in the race! And now – they are playing catchup often at the expense on what originally made their software great.